Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics

Leonidou, Leonidas C.; Kvasova, Olga; Leonidou, Constantinos N.; Chari, Simos

doi:10.1007/s10551-012-1267-9

Cited by 91 publications

(70 citation statements)

References 135 publications

(159 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In the structural model analysis, we estimated all the path coefficients, simultaneously controlling for employee age, gender, education (years), marital status, and income [9,52,53]. Figure 1 shows the results.…”

Section: Hypothesis Testingmentioning

confidence: 99%

“…In addition, little research has explored the impact of consumer perception of CSR on negative outcomes of marketing, as most studies have focused on the positive outcomes, such as brand loyalty, reputation, and equity. However, it is important to research the consumer perception of CSR impact on negative outcomes, which are obstacles to developing consumer trust and often prevent repeat purchases [9]. Consumers would not be interested in hypocritical CSR engagement because they do not want a company to exploit social issues in its own interest.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

2015

View full text Add to dashboard Cite

Abstract:The aim of this research is to investigate the relationship between consumer perception of Corporate Social Responsibility (CSR), corporate brand trust, corporate hypocrisy, and corporate reputation. Based on the one-to-one interview method using a structured questionnaire of 560 consumers in South Korea, the proposed model was estimated by structural equation modeling analysis. The model suggests that consumer perception of CSR influences consumer attitudes toward a corporation (i.e., perceived corporate hypocrisy and corporate reputation) by developing corporate brand trust. This in turn further enhances corporate reputation while decreasing corporate hypocrisy. The findings of our study demonstrate that consumer perception of CSR is an antecedent to corporate brand trust, which fully mediates the relationship between consumer perception of CSR and corporate reputation. In addition, corporate brand trust has the role of partial mediator in the relationship between consumer perception of CSR and corporate hypocrisy. These results imply that to better understand the relationship between consumer perception of CSR and consumer attitudes toward a corporation, it is necessary to consider corporate brand trust as an important mediating variable. The theoretical and practical implications of this study are discussed, together with its limitations and potential for future research. OPEN ACCESSSustainability 2015, 7 3684

show abstract

Section: Hypothesis Testingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

2015

View full text Add to dashboard Cite

show abstract

“…In a Leonidou, & Chari, 2013;M'Sallem, Bouhlel, & Mzoughi, 2011;Chen & Mau, 2009). Therefore, the management strategies may be more fruitful with aiming to the internal process to enhance the degree of trust and commitment from customers, which give rise to loyalty in future.…”

Section: Discussmentioning

confidence: 99%

The Impact of Ethical Sales Behavior on Customer Loyalty: A Case from Vietnam

Tuấn¹

2015

IJBM

View full text Add to dashboard Cite

This paper attempts to investigate the effect of ethical sales behavior on customer loyalty in the context of sales representatives of Procter & Gamble (P&G) at Metro Cash & Carry (MCC) supermarkets toward customers. The result of this study is expected to be applicable in fast-moving-consumer-good (FMCG) industry. The applied model in this paper includes four concepts of ethical sales behavior, customer trust, customer commitment, and customer loyalty. Questionnaires were used to collect data through phone survey. Cronbach alpha, Exploratory Factor Analysis, Confirmatory Factory Analysis, and Structural Equation Modeling were used to analyze data collected from 203 customers who are retailers or traders buying P&G products at MCC system. In addition, multiple group analyses regarding gender and purchasing power were also performed. Furthermore, qualitative interviews were also conducted with five (5) customers purchasing P&G products to understand customer response with unethical sales behavior. The results show that there is only indirect impact of ethical sales behavior on customer loyalty through customer trust and customer commitment as mediating variables. Customer commitment has direct effect on customer loyalty, but customer trust only influences customer loyalty through customer commitment. No difference in gender or purchasing power is found regarding the impact of ethical sales behavior on customer loyalty.

show abstract

“…Leonidou, Kvasova, Leonidou and Chari (2013) say that the higher customers' perception of unethical corporate behavior, the lower the consumer confidence, which affects satisfaction and influences loyalty. Therefore, according to Svensson and Wood (2011), the strategies and tactics of an organization could lead to different perceptions and beliefs as to their corporate ethical behavior in their market.…”

Section: H2: the Brand Value (Bv) That The Company Has Significantly mentioning

confidence: 99%

Influence of customer value orientation, brand value, and business ethics level on organizational performance

Fernández

Pinuer

2016

RBGN

View full text Add to dashboard Cite

Purpose -Customer value orientation, brand value and business ethics are critical variables to developing long-term relationships with customers and achieve sustainable sales growth over time. Th is research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could signifi cantly infl uence organizational performance.Design/methodology/approach -The study contributes to an explanatory model through a structural equation model (SEM) and empirical evidence of research applied to 327 executives -occupying medium and high positions in several companies in Chile -who manage their business globally.Findings -Th e results support the hypothesis that customer value orientation, brand value and business ethics infl uence organizational performance.Originality/value -Th is research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could signifi cantly infl uence organizational performance in a country like Chile.

show abstract

Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics

Cited by 91 publications

References 135 publications

Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

The Impact of Ethical Sales Behavior on Customer Loyalty: A Case from Vietnam

Influence of customer value orientation, brand value, and business ethics level on organizational performance

Contact Info

Product

Resources

About